Customers are no longer limited to in-person purchases and increasingly use many other channels to make purchases.
A central marketing principle is for your business to be where your customers are. These days, your customers are pretty much everywhere, on Social media, websites, Calls, Voicemails, Emails, etc. To keep up with your customers, you need to engage them on those platforms where they are available and contactable the most. This is what Multi-Channel Marketing helps you to achieve.
What is a Multi-Channel Marketing Campaign?
The term “multi-channel marketing” refers to the use of multiple communication channels to disseminate marketing messages.
Omnichannel marketing is another term for multi-channel marketing. It entails targeting and engaging with customers through both online and offline marketing communications channels. A multichannel marketing strategy aims to give marketers and managers the tools they need to plan, manage, and optimize the resources they need to hit sales targets.
Importance of Multi-Channel Marketing Campaign
1. It helps you know and serves your customers better.
The utilization of multiple marketing channels helps you increase your customers’ engagement, which results in you getting more of their behavioral data and tailoring your strategy to the customer’s interests.
2. It gives your customers a better experience.
You won’t have to assault your customers with a barrage of pointless emails or calls. You can send any of them at the right time in the rotation if you use a multi-channel marketing strategy. Instead, you can concentrate on the material they find useful and send them marketing materials to encourage them to purchase your products.
3. It helps your brand build an ecosystem.
Brands would merge all customer touchpoints into a single exercise if they had a strong multi-channel ecosystem. It would also enable them to consistently measure and respond to each customer’s behavior, ensuring consistency in your messaging across all channels.
The Ultimate Advantages of Multi-Channel Marketing Campaign
Still don’t believe Multi-Channel Marketing is for you? Here are a few statistics
- A multichannel strategy, according to SAP research, increased sales by 74 percent, increased consumer loyalty/acquisition by 64 percent, and improved customer experience by 57 percent.
- According to Gartner’s research, buyers choose integrated marketing 72 percent of the time.
- According to Econsultancy, 40 percent of shoppers value the opportunity to buy from a store across many platforms.
Connect your Prospects everywhere they are present
Gather your customer data from each marketing channel, then use it to determine the next stage in your campaign, which may be focused on a different channel but dependent on their behavior in the previous one. This will ensure that your users enjoy a coordinated and highly personalized experience. Customers’ behavioral data can be used to determine which channel they prefer, how recently they’ve received a message across any given channel, and how they responded.
In a nutshell, multi-channel marketing allows you to get a comprehensive view of your consumers’ behavior in order to provide them with a better and highly personalized experience.
Put an enigmatic engagement strategy in practice.
When it comes to engagement, marketing automation for your multi-channel marketing operations is critical. Marketing automation, when combined with a CRM (Customer Relationship Management) that tracks data like sites visited, CTA clicks, and email openings, may help you make decisions and take actions that are targeted to your customers’ particular journeys.
An automated CRM will also assist you in increasing the speed and efficiency with which you engage your clients while also lowering costs.
Choose the Perfect Blend of channels based on the industry use case.
Given the variety of marketing channels available, it’s important to realize that only a few of them go well with each other.
Testing is essential in any successful multichannel marketing effort. There can’t be a perfect fit for all of the ways to engage leads and customers. Experimenting with these channels and starting small, will do you good just make sure you’re tracking Key Performance Indicators (KPIs)
You must also examine the ideal combination of channels that will function best in your sector of business. If your company deals with visual products, an Instagram campaign or a billboard campaign will be more effective than an SMS campaign.
Analyze the best channel combination based on response rates.
Customers move swiftly across channels. Thus your strategy and analytics should evolve simultaneously. You may determine the performance of your operations and the return on investment (ROI) that each channel returns by knowing which campaigns on which channels resulted in the most sales.
Determine where your opportunities are and concentrate on one or two of them. It’s better to focus on a few channels and execute them well than to try to meet all of your expectations and anger your clients with subpar service.
How to create Multi-Channel Marketing Campaign Automation with less time and effort?
1. Define your Campaign Strategy
After deciding which channels are appropriate for your industry, you must develop a campaign strategy that aligns with those channels.
- Design the Customized workflow you want to follow while connecting with your target audience.
- Which channel first and what should be followed by that,
- The desired and justified wait between two-channel outreach that gives your audience a breathing space to think over what you are offering,
- What you want to do if someone reaches you back based on your outreach,
- How and Where you want to dispose of those leads.
You need to decide and set up all these flows in your campaign strategy
2. Create a Local Presence with Local Caller IDs
When running and managing a business with a country-wide clientele, you have to be sure you’re covering all of your bases.
One effective way for accomplishing this goal is to use a local caller ID to provide the appearance of a local presence. It’s crucial to pay attention to small details such as the language used by agents and recorded messages, the time clients get phone calls, and the specific numbers that appear when the phone rings. When people see a local caller ID, they are much more likely to attend and trust your message and reply to it. Unusual, international numbers, which appear suspicious, naturally irritate people.
3. Choose between the Best Suitable Channel Blends
You would undoubtedly be everywhere if you could, but the truth is that good multi-channel marketing may be costly. As you design strategies, produce content, and set up the campaign properties. You may not have the resources to take on as many channels as you may want and if resources are permissible then also not every channel works everywhere every time, so choose strategically multiple channels that you think will work best for your business and which you think you can manage properly with the set of resources you have.
3. Determine how you will Handle Inbound Queries
Engaging your customers is vital to your business and creates a feeling of trust and recognition in your customers. Therefore, you must determine how you engage with your customers and handle their queries. It could be the conventional human customer care method, or it could be an automated conversation using Chatbots or Press-1 Set-ups, what is essential is that you engage your customers meaningfully and to the best of your expertise.
4. Segment your Leads with Pre-defined Contact Status
A multiple-segment specialization is a marketing approach that separates your target audience into different segments, but what you can better do is segment leads based on their latest status after your initial contact and move that lead in the next phase of its life cycle with status based segmentation. This will enable you to design tailored campaigns for each customized segment. You can design targeted marketing strategies that cater to customer interests.
Conclusion
An omnichannel customer experience, regardless of the industry you serve, is the future of customer communication. According to studies, firms that engage customers across numerous channels have an 89 percent loyalty retention rate, compared to 33 percent for those who don’t. Without thinking, it should be necessary for every business to launch a multichannel marketing campaign. With the correct tools and methodology, it will be straightforward to execute.
To get more insight into how FlowUp can help you implement your first Multichannel Marketing Campaign automation, connect us at help@flowup.com and get your free trial today!